Can this David hurt Goliath?
Made from fresh…never from powder. That is the point of difference the folks at Hand Arnold are banking on to carve out a piece of the lucrative ready to drink (RTD) milk market in T&T. Will it work?
Well it might but the Moo folks must accept that local palates are accustom to Nestle’s version of milk. That’s how we define milk! It’s the milk we give our children right after breast milk and baby formula. It’s all we know. Don’t confuse us with facts.
So Moo’s attempt to sway the market in a few months with hard facts (like their “no vegetable oil in our milk” message) comes up against a lifetime of emotional connection that locals have with Nestle. Moo is doing the equivalent of asking for a kiss (or more) on the first date.
Moo needs to see where it has gotten traction and why. It can then build on this. That’s a better marketing moonoeuvre than a frontal attack on a giant. They should stay under the radar and not broadcast their mooves. (They should put their milk in people’s hands by expanding their sampling program)
In summary, they need to take it moo slow and then they might get that kiss after all.
3 December, 2012, 8:30 am
In total Agreement – Guerilla Marketing, flank attacks and Treason, if they keep it up, they may stand the chance of getting a frenchie Dennis..
30 January, 2013, 8:14 pm
How can you believe that “brand loyalty”, nostalgia for a product line that’s now a watered-down version of its former self, or sheer advertising volume will be enough to make up for the crap Nestle passes off as milk now? That sounds like the definition of futility.
I think Moo is marketing itself perfectly. More importantly, there’s nothing even near its quality locally. Your post, on the other hand, seems purposefully vague and speculative. You never focus on the product itself, only on the marketing. And the premise of the title is ridiculous. I agree that consumers need to get facts in a way that doesn’t confuse or scare them, and Moo is doing that. It doesn’t take a PhD to realize that the product which is closer to how it came out of the cow is the better one.
Maybe you watched a Mad Men marathon before writing this. Maybe you’re too close to the work to have an unbiased perspective. Maybe you have some other conflict of interest. We can’t tell from this post.
Whatever the case though, it’s unbecoming of someone in your position to participate in this type of inflammatory pseudo-journalism. It casts doubt not just onto the marketing efforts, but onto an excellent product that showed up out of nowhere to serve a neglected market. Calling consumers idiots in the same breath probably doesn’t help either.
2 March, 2013, 7:52 pm
Vickash I have no horse in the race or cow, so have no reason to promote either. I wanted to make 2 main points. Firstly, that even if Nesle is watered down as you say, that’s what we have come to know and define as milk. Secondly, you don’t go in the centre of the ring and fight toe to toe with a giant. You will get clobbered. It is far better to nip at the giants heals and take a little bite and run and do that a few times until you get a piece of the market. Did not mean for my post to attack anyone, only to promote healthy marketing discussion, dr
23 May, 2013, 7:24 am
“Nestle” “heels” HIRE A COPYWRITER!